The association between brand equity and customer store selection in Zimbabwean fast foods industry

Abstract

This paper delves into the impact of brand equity on customer store selection in the fast foods industry of Bindura in Zimbabwe. The association between brand equity elements (awareness, loyalty, image and associations) and customer store selection was tested. The research adopted both qualitative and quantitative research paradigms. Sample of 100 respondents was selected using convenience sampling method. The results showed that brand awareness has indirect relationship with customers’ store selection while loyalty, image and association have a strong positive correlation with customer store selection. By implication, all brand equity elements require a wise attention.

Keywords: brand equity, fast foods, customer preference